兴业银行威海分行贵宾服务营销流程改进策略研究

发布时间：2018-06-29 04:50

本文选题：兴业银行 + 贵宾服务　；参考：《大连海事大学》2015年硕士论文

【摘要】：随着中国加入WT0和利率市场化的逐渐临近,银行业的竞争到了近乎白热化的程度,作为对银行利润贡献最大的贵宾客户群体,自然成为了各家银行竞争的焦点。由于我国银行业开放较晚,市场化程度不高,所以对贵宾客户的服务营销仍然处于粗放的经营阶段,但时不我待,随着银行市场化程度的提高,特别是在外资银行大举进入中国后,给贵宾客户以全新的体验,造成了国内银行贵宾客户流失严重。因此,为了争夺贵宾客户资源,提高银行利润,各家银行都在优化贵宾客户服务流程上狠下工夫,兴业银行威海分行作为一家新成立的分行,虽然在贵宾客户服务流程设计上取得了一些进展,但与国外先进的流程银行相比,差距仍是巨大的,需要在许多流程设计上进行改进。本文以兴业银行威海分行贵宾服务营销流程的改进策略作为研究对象,采取理论联系实际的研究方法,立足实际工作经验,系统阐述了兴业银行威海分行在贵宾服务流程上所采用的做法,并针对不同的做法提出优化流程方案。本文运用4C关系理论、流程再造理论、关系营销和网络营销等理论,对我国商业银行的经营模式、兴业银行个人业务经营模式及理财产品、兴业银行威海分行的贵宾服务情况进行研究,分析兴业银行威海分行在贵宾客户开发、贵宾客户建立、贵宾客户维护三个方面的流程问题并分别提出了改进策略,包括建立群体客户经理制、利用网络资源开发贵宾客户、量化贵宾客户开发数据,加强执行力、形成以关系营销为主的跟进策略、形成以网络营销为主的跟进方式等,为了保障流程改进的顺利推进,文本又提出了改变组织结构框架、改变考核体系,加强理财经理管理、树立新的服务意识,加强员工培训、加强理财产品创新、加强网点硬件设施建设、树立独特的品牌价值等保障措施,构建了一个更加完整的兴业银行威海分行贵宾客户开发、建立、维护的服务模式及体系。
[Abstract]:With the gradual approaching of China's entry into the WT0 and the marketization of interest rate, the competition of the banking industry is nearly white hot. As a VIP customer group, which has the greatest contribution to the profit of the bank, it has naturally become the focus of the competition of all the banks. However, it is in an extensive operation stage, but with the improvement of the market level of the bank, especially after the foreign banks have entered China in a large scale, the guest customers in the domestic banks have lost a serious loss to the VIP clients with a new experience. Therefore, in order to compete for the VIP customer resources and improve the bank profits, the banks are optimizing the VIP. In the customer service process, Weihai branch of Xingye Bank is a newly established branch. Although some progress has been made in the design of VIP customer service process, the gap is still huge compared with the advanced foreign process bank. It needs to be improved in many process design. This article takes the VIP of Weihai branch of Xingye Bank. The improvement strategy of service marketing process is the research object, the research method of theory contact with practice, the practice of Weihai branch of Xingye Bank in the VIP service process, and the optimization process plan according to the different methods. This paper uses the 4C relationship theory, the process reengineering theory, and the process. Based on the theory of marketing and network marketing, this paper studies the business model of China's commercial banks, the individual business operation mode and financial products of Xingye Bank, the VIP service of Weihai branch of Xingye Bank, and analyzes the process problems of the three aspects of the Weihai branch of Xingye Bank in the VIP customer development, the VIP customer establishment and the VIP customer maintenance. It also puts forward some improvement strategies, including establishing group customer manager system, developing VIP customers by using network resources, quantifying VIP customers' developing data, strengthening execution, forming a follow-up strategy based on relationship marketing, forming a follow-up mode based on network marketing, so as to guarantee the smooth progress of process improvement, the text has also put forward the change of the text. Changing the framework of organizational structure, changing the assessment system, strengthening management of financial managers, setting up a new sense of service, strengthening staff training, strengthening the innovation of financial products, strengthening the construction of hardware facilities and setting up unique brand value and so on, built a more complete development, establishment and maintenance of the VIP customers of Weihai branch of Xingye Bank. Service model and system.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2

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